I recently took part in a discussion on LinkedIn, “Do ideas have value?”  I thought it was a really intriguing question. So many others did too that the string had well over 500 posts by the end of the day. Opinions varied widely, but the crux of the debate seemed to focus on two things:

1)      How is “value” defined, and …

2)      Does what happens to the idea somehow determine the value of the idea?

For some, value was defined purely in dollars and cents. Even within this rather straightforward definition problems exist. Consider a scenario where we develop campaign concepts (or campaign “ideas”) for a new product. Are those ideas worth:

  • Only the time they took to develop multiplied by our hourly rates?
  • What the market will bear?
  • Or how about this, is the real value the potential return on the investment in the campaign?

For many the definition of value also seems to hinge on what happens with the idea once conceived. Does an idea have value if only it’s:

  • Communicated to someone else?
  • Actually implemented?
  • Purchased by someone else?

Everyone remember their high school physics class? It helps to think of ideas in terms of potential and kinetic energy. Raise a lead weight over your head and you give it potential energy. Drop it and the potential energy is transformed into motion or kinetic energy.

Ideas work the same way. A scientist discovers the cure for cancer and shares the idea with her pharmaceutical company. That idea is no doubt worth billions of dollars (and an incalculable non-monetary value in saved lives). If she shares it with no one, does the idea still have value? I’d argue yes, but that the value is stuck as potential value.

We in the communications business often wrestle with the value of ideas. We sometimes give our ideas away in the form of new business proposals designed to hopefully win the right to execute on those ideas. Interesting paradox … we give away the value of the ideas themselves to “prove our value.”

Consider these other scenarios for our hypothetical proposal. If it’s rejected did the ideas have any value? (Do we?) What if an idea judged as “bad” spawns a discussion that then produces a highly profitable solution.  Was the original “bad” idea valuable? So many questions, but with a simple answer.  ALL ideas have value.

A final thought: In some ways being a marketer is similar to being an architect. Both jobs are highly creative while also being highly analytical. The architect gets paid for his ideas (e.g. the blueprints) whether the house gets built or not. Are marketing ideas any different?

You may now judge the value of my ideas for yourself.